Medical apparel brand FIGS pays tribute to Team USA medical team in Olympic campaign

Watching the Olympics is like bearing witness to how far the human body can be pushed. Athletes competing in the Games represent the pinnacle of physical fitness and achievement and seeing them in action is nothing short of jaw-dropping. 

But even the strongest, most resilient bodies break. To patch them back together quietly in the background are some of the most skilled medical teams in sports. 

A new campaign from medical apparel brand FIGS pays tribute to these healthcare professionals and their contributions to some of the greatest athletic careers in history. Created by agency Mother, “Anatomy of a Champion” shows how the Team USA medical team comes to the rescue ahead of the Olympic and Paralympic Games in Paris.

In an anthemic film, doctors treat athletes at the U.S. Olympic and Paralympic Training Center in Colorado Springs set to a cover version of the nursery rhyme “Head, Shoulders, Knees & Toes.” 

Throughout the film, healthcare professionals are seen wearing limited-edition scrubs from the FIGS x Team USA collection, featuring red, white and blue branding. The ad features 14 real medical professionals throughout the spot.

The campaign will air across North America, including across NBCUniversal platforms leading up to and throughout the Paris Games. The campaign will also include OOH placements in New York, Los Angeles and Philadelphia. 

“The Olympics provide the perfect stage to spotlight our community of Awesome Humans,” said Bené Eaton, chief marketing officer at FIGS. “Through our campaign, we aim to inspire people everywhere to celebrate these extraordinary individuals. We hope its success will ignite a new generation to pursue careers in healthcare.” 

To kick off the campaign, FIGS will host a FIGS x Team USA opening ceremony on July 26 at the Washington Square Arch in New York, featuring Parisian-inspired experiences and a live stream of the Opening Ceremony of the Paris Games. 

In August, FIGS will also open a pop-up in Philadelphia at Rittenhouse Square. The brand will host a “celebration of service” honor ceremony for healthcare professionals at the Team USA House in Paris’ Palais Brongniart on August 6.